Today's Veterinary Business

AUG 2018

Today’s Veterinary Business provides information and resources designed to help veterinarians and office management improve the financial performance of their practices, allowing them to increase the level of patient care and client service.

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39 August/September 2018 • TODAYSVETERINARYBUSINESS.COM
Pets bring joy to us, and our
clients want a reliable veterinary
practice to which they can bring
their beloved furry friends in times
of good health or uncertainty.
However, huge generational shifts
are occurring and are impacting
the profession in profound ways.
Two generations make up the
majority of today's pet owners:
millennials (born between 1982
and 2002) and baby boomers (born
between 1945 and 1964). Together
they number more than 150 million
people in the United States alone.
The statistics show just how im-
portant the two demographics are
when it comes to understanding the
needs of modern-day pet owners.
Here's where the tricky part
comes in: While these two demo-
graphics are the most likely to walk
through the doors of your veterinary
practice, they can differ tremen-
dously in both expectations and
needs. Everything from how they
communicate and book appoint-
ments to their personal styles is
influenced by their background and
specific, generational upbringing.
Think about it. What did Amer-
ican society look like in the '50s
and '60s versus the '80s and '90s?
We've seen incredible changes in
our world, many having
to do with technology
and how we conduct
everyday business.
How do we honor
both demographics and
ensure that pet owners
from each generation
get what they need, each
and every time they visit
our practice?
The answer is simpler
than you might think:
Customize your services
and business to each pet
owner you encounter.
Be an Attentive Listener
In my studies of pet owners I have
learned that listening is the biggest
competitive advantage you can gain
when it comes to satisfying them.
Listen to who they are and what
they're looking for and you'll be bet-
ter equipped to deliver outstanding
services they remember, appreciate
and, yes, even recom-
mend to their friends.
From these studies,
I've learned about some
of the biggest differenc-
es between millennials
and baby boomers.
Paying close attention
to these differences will
allow you to provide a
more nuanced approach
and better understand
the backgrounds of
both demographics.
Baby boomers, on
average, take a more
After years of consulting with dozens of veterinary practices nationwide, I've become very familiar
with the threads that tie us together. No matter where we're born, our political preferences, age or gender,
we love and adore pets from the bottom of our hearts. This singular thread allows people from every place
and imaginable background to come together in celebration of their pets.
Communication
SOCIALLY ACCEPTABLE
By Eric D. Garcia
Modern-day pet owners, whether millennials or baby
boomers, often have different needs and expectations.
One thing they share is a desire for outstanding service.
Connect with
clients of all ages
traditional approach to doing busi-
ness and are less likely to be fully
integrated into the technological
solutions that some of us are more
accustomed to. This means that
while they might use Siri to make
phone calls and schedule appoint-
ments, there's a chance they do
not. Baby boomers also might be
more accustomed to receiving
hard-copy paperwork rather than
digital documents and feel more
comfortable receiving information
while in the office or by phone than
by text messaging, Skype, Face-
Time or email.
Millennials were more likely
raised with modern technology
like smartphones and mobile apps
and thus experience less hesitation
in using them. This means they
are more likely to book veterinary
appointments online or by app, or
they might be comfortable with
Skype-based appointments and
phone consults instead of in-office
visits when they have a question.
They also might be more active in
engaging with your practice's social
media accounts or using an app to
manage their pet's health.
Your only
surefire way
to satisfy
pet owners
at each
end of the
spectrum
is to offer
more
choices and
let them
choose
what's best.